Why Six Flags’ guest spending per capita improved

Six Flags Entertainment’s (SIX) per capita guest spending increased $2.79, or 7%, to $42.97 in 2014. Per capita guest spending was $40.18 in 2013. The increase can be attributed primarily to continued improvements in admissions pricing and the introduction of new and enhanced offerings in the parks. It was also partially offset by a continued increase in season pass and membership attendance mix, which lowers per capita guest spending but increases overall guest spending.

Cedar Fair’s (FUN) 2014 earnings were also driven by per capita guest spending. SeaWorld Entertainment (SEAS) will announce its results February 26.

ETFs such as the Consumer Discretionary Select Sector SPDR Fund (XLY) helps investors gain access to leisure companies. XLY has the highest exposure of ~7% in The Walt Disney Company (DIS).

Despite a higher mix of season pass visits during the fourth quarter, total guest spending per capita at Six Flags increased $0.96, or 3%, to $38.95. This included a 6% or $1.20 increase in admissions per capita and a 1% or $0.24 decline in in-park revenue per capita.

Six Flags’ plans for 2015 include the following:

• continue to implement marketing strategies to attract guests
• improve and expand branded product offerings and guest-focused initiatives to continue driving guest spending growth
• grow sponsorship and international revenue opportunities

Six Flags’ non-admissions per capita guest spending increased $0.80, or 5%, in 2014 compared to 2013. This resulted primarily from food and beverage sales growth, partially offset by a reduction in parking revenue due to strong sales of the company’s premium priced gold season passes and memberships.